Alicia Schmid
Director of Research, Consumer
Ms. Schmid brings her 25+ years’ experience in market research to her role as Director of Research at Phocuswright. She has worked on both the client and supplier sides of research and with B2C and B2B audiences. Alicia specializes in translating business questions into research objectives and developing insights that drive growth while keeping the end-user’s behavior, attitudes, and needs at the center. She loves data and quantitative research but also has extensive experience with qualitative methodologies, including focus groups, 1:1 interviews, in-home, shop-along and usability. She has previously worked for notable companies including Michelin and Ryobi.
Alicia resides in South Carolina. In her spare time, she enjoys spending time with her family and pets, gardening, baking, and travelling.
Quiet Luxury in Motion: The Indulgent Explorer Mindset
Category: Consumer Trends Published: April 2026 Analysts: Alicia Schmid, Stan Pawlow US $695Phocuswright’s Quiet Luxury in Motion: The Indulgent Explorer Mindset is part of a comprehensive consumer research study examining how U.S. travelers who took at least one leisure trip in the past 12...
The AI Surge: Travel's Fastest Behavioral Shift in a Decade
Category: Consumer Trends Published: March 2026 Analysts: Michael Coletta, Alicia Schmid US $795Phocuswright’s The AI Surge: Travel's Fastest Behavioral Shift in a Decade is part of a comprehensive consumer research study examining how U.S. travelers integrate generative AI into their trip...
Canada Travel Agency Landscape 2026
Category: Market Overview & Sizing Published: February 2026 Analysts: Alicia Schmid, Stan Pawlow, Lorraine SileoCanada Travel Agency Landscape 2026 is a curated research snapshot, focusing on the Canadian travel agency distribution landscape and overall market size.
U.S. Traveler Trends 2025
Category: Consumer Trends Published: November 2025 Analysts: Alicia Schmid, Stan PawlowPhocuswright’s U.S Consumer Travel reporting is taking on a new shape this year. Phocuswright is fielding an online consumer survey quarterly throughout 2025 targeting the general U.S. adult population...
Search Slips, AI Surges: Travel’s New Front Door?
Category: Consumer Trends Published: November 2025 Analysts: Alicia Schmid, Michael Coletta US $595Phocuswright’s Search Slips, AI Surges: Travel’s New Front Door? is part of a comprehensive consumer research study examining how U.S. travelers integrate generative AI into trip planning and booking,...